Embedding of games into third party websites

ABSTRACT

Systems and methods for embedding and tracking revenue from fully operational games into third party websites are disclosed.

CLAIM OF PRIORITY

This application is a continuation of and claims the benefit of priorityunder 35 U.S.C. §120 to U.S. patent application Ser. No. 12/778,956,filed on May 12, 2010, which claims the benefit of priority under 35U.S.C. §119(e) to U.S. Provisional Patent Application Ser. No.61/179,345, filed on May 18, 2009, the benefit of priority of each ofwhich is claimed hereby, and each of which are incorporated by referenceherein in its entirety.

BACKGROUND

Currently, it is possible to embed various objects and elements createdby content providers and developers into the websites of third partyonline content providers. Objects such as movies, pictures andadvertisements, backed by various web analytics, can be embedded intomany web pages to facilitate and promote strategic cooperation betweenvarious online services and content providers. The cooperativeagreements developed by the various participating entities can besignificant revenue generators when the proper model is used forcharging and sharing fees for a particular embedded object.

A typical goal of embedding objects into a third party website is todrive online traffic to one or more other websites. On the side of theentity offering the object to be embedded, the goal is to draw users toanother website or display advertising material for goods or services.On the side of the website in which the object is embedded, the goal isto generate advertising revenue, increase content value or co-brandcontent with another provider in an effort to increase onlinevisibility. Contemporary systems that embed objects either embed a)static text links, b) linear visual content (e.g., an audio or videoplayer) or c) at most, a simple single player games. These types ofembedded objects have various levels of success that content providersand website operator try to quantify to help price their advertisingspace.

The effectiveness or commercial success of an object embedded in aparticular website is often measured in terms of click-through rate.Click-through rate or CTR is a way of measuring the success of anembedded object or online advertising campaign. A CTR is obtained bydividing the number of users who clicked on an ad or other objectembedded on a website by the number of times the ad or other embeddedobject was delivered (impressions). For example, if a banner ad wasdelivered 100 times (impressions delivered) and one person clicked on it(clicks recorded), then the resulting CTR would be 1 percent. Inaddition to knowing the CTR for a particular embedded object on aparticular website, it is also useful to know the identity or locationof users who click through for purposes of tracking online behavior.Such information can be used to target particular users or groups ofusers with ads and objects containing ads for goods and services theyare most likely to use or purchase. However, most methods of trackingonline behavior require saving a unique “cookie” on users' computers. Inmany cases, this requires users to log onto a particular website, whichsome users may be reluctant to do for security or privacy concerns. Inaddition, many users disable or delete cookies from their computer tohide their identity to reduce the perceived risk associated with beingonline. This type of online user behavior can easily thwart the abilityof an online advertiser to evaluate the effectiveness of or target anonline campaign.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a game embedded in a third party website according toone embodiment of the present invention.

FIG. 2 depicts a block diagram of a system to embed a game into athird-party website according to one embodiment of the presentinvention.

FIG. 3 depicts a block diagram of a system to embed a game into athird-party website according to one embodiment of the presentinvention.

FIG. 4 depicts a block diagram of a system to embed a game into athird-party website according to one embodiment of the presentinvention.

FIG. 5 illustrates an example network environment.

FIG. 6 illustrates an example computer system architecture.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

FIG. 1 illustrates a webpage 100 with an embeddable fully operationalgame 120 according to embodiments of the present invention. Unlike otherweb-page embeddable revenue sharing systems, embodiments of the presentinvention permit the embedding of an operational, interactive,multi-player game in a web page. Embodiments of the present inventionoffer unique two-way revenue sharing, branding and promotionopportunities. Unlike other website embeddable revenue sharing systems,embodiments of the present invention enable website operators topurchase or barter for exposure inside an on-going gaming multi-playergame or environment depicted as game 120 embedded in webpage 100 inaddition to traditional click-through based revenue sharing. As shown,game 120 can be embedded into website 100 along side content 160 andbanner or banner ad 110. Website 100 may also include copyright, contactand other information or hypertext links in an area 140 or other area inwhich such information is traditionally provided.

In various embodiments, the logo or name of the website in which thegame is embedded can be displayed or co-branded on various elements 124or on avatar or character 126. For example, a user may be a player in an“unlocked” poker game that the user entered from a particular website.When the user joins the game, the baize of the poker table can beemblazoned with the logo 110 or web address 150 for the particularwebsite. In the example depicted in FIG. 1, “Third Party Website” logo110 or name can be displayed anywhere in the game including, but notlimited to, logo 122, element 124, character 126 or status box 130. Whenthe user clicks on the logo, title or web address, the browser can opena second window for the particular website or take the user to anotherwebsite were he can view or purchase related goods or services. Game 120may also include one or more virtual objects 128 with which a playercharacter of a user may interact, including purchasing or exchangingvirtual objects. For example a user may purchase a virtual object 128with virtual currency or legal tender. Virtual currency can itself beearned by in-game achievements and/or purchased by users using legal,government issued tender, such as U.S. dollars. In some forms, each unitof virtual currency may correspond to a certain amount of legal tender.Such an exchange rate can be set arbitrarily by a system operator orbased on a market exchange.

Another illustrative example of the functionality of various embodimentsof the present invention is a checkers game embedded in a game maker'swebsite (or on one sponsored by the game maker). In such an embodiment,the checkers can have the logo or the name of the game maker. However,if you were to view or play the same game embedded in another website,such as Facebook.com or Zynga.com, the checker pieces can then have aFacebook or Zynga logo or name displayed on them. In alternativeembodiments, the checkers, or other game elements, can have the logo orname of any product service that the website in which the game isembedded would like. For example, it would be possible for a socialnetworking site such as Facebook or MySpace to sell advertising space onthe elements of a game they embed into the respective websites. In suchembodiments, the elements or avatar can be labeled with the logo, nameor promotion of any paying advertiser. In some embodiments, the logo,name or promotion can include a hyper link to take the user to anexternal website or pop-up when the clicked.

In various embodiments, an operating game can be embedded into a thirdparty website. Although the game need be to be physically hosted onthird party website, it can be hosted at such a site. The embedded gamecan be hosted solely on a game provider server or using a third partyvendor server. In addition, it is contemplated that any combination ofthe functions of the present invention can be hosted on or provided fromany number of distributed network resources. In such embodiments, therecan be two or more entities involved in the agreement to embed the gamein one or more websites. Various revenue generating schemes may be usedto determine what and how information will be displayed in an embeddedgame and for what price. For example, one or more entities can pay thegame provider and the owner of the website to display specified logos,names or web addresses displayed in a game. One advantage of variousembodiments is that one game can participate in one or more revenuegenerating transactions. For example, the third party website or thegame developer can display one or more different logos, names or webaddresses, or similar graphical or textual data, as well as makedifferent commercial offers, provide different rewards (e.g., the rightto play a new level), or offer different virtual goods or transactionsrelated thereto, based on the time of day, IP address location, type ofwebsite, demographic or other similar specific information.

Alternatively, if the game is “locked,” then whenever the user plays thegame, he will be presented with branding of the website through which heoriginally registered and entered the game regardless of the websitethrough which he rejoins the game, or may alternatively be precludedfrom rejoining the game unless it is from the website which heoriginally entered and registered. Verification of where the userentered may be accomplished by various technical means familiar to oneof ordinary skill in the art, including but not limited to cookies, IPaddress identification (from the referring website), and registration.In such embodiments, the entity that originally registered the user canpay the game provider or other game access sites to direct advertisingto that particular user. As such, the registering entity might be paidby the game developer for signing up a player. That same registeringentity might then pay another website whenever the player plays the gamethrough the other website and is shown advertising pointing back to theregistering entity. One of ordinary skill in the art will recognize thatthere are many variations of potential business arrangements that can bemade for advertising and multi-party fee sharing without deviating fromthe spirit or scope of the present invention.

In various embodiments, the owner of a website can choose the type andstyle of the game based on the target demographic of the website. Thistype of customization will increase the likelihood a user will play thegame and potentially click on the advertised actual or virtual productor service. In various embodiments, the website in which the game isembedded can require the user to be logged in. In such embodiments, acookie can be saved to the user's computer, thus making it possible totrack the user's online behavior and click-through habits and furtherdirect advertisements to the user. In other embodiments, cookies are notnecessary since the user has significant incentive to self identifybecause not doing so would preclude the user from playing the game.

FIG. 2 depicts a block diagram of system 200 for embedding a fullyfunctional game into a third-party website. As shown in FIG. 2,third-party server system 210 includes a website 240 and optionally ananalytics module 297. In some embodiments, website 240 can includevarious pieces of content. As used herein, content can refer to text,music, movies, pictures or any other media capable of being deliveredvia a website. Website 240 includes content A 220 and content B 230. Invarious embodiments, website 240 can also include an embedded game 250and website specific game content 260. Game 250 can be linked viaconnection 245 to content B 230 to import or share information. Theinformation shared between embedded game and the content on websites 240can include logos, names, color schemes and other brandingcharacteristics of website 240. In such embodiments, embedded game 250can be customized to not only display the name and logo of the entitythat owns the third-party server system or website, but can also includecolor, font and other stylistic information so that the embedded game250 is consistent with the look and feel of website 240.

In various other embodiments, website 240 can also include websitespecific game content 260. In such embodiments website specific gamecontent 260 can be linked to the embedded game 250 via connection 255.Over connection 255, website specific content 260 can be included inembedded game 250. For example, embedded game 250 can include stylizedcharacters or elements to fit the look and feel of website 240.

In various embodiments, embedded game 250 can be run on and deliveredremotely from game provider 290. In such embodiments, game provider 290can provide website 240 with code or a link that will run embedded game250 over connection 295. In some embodiments, connection 295 can beimplemented over the Internet. In various other embodiments, embeddedgame 250 can incorporate content from or links to external sites such asexternal site A 280 and external site B 270 over connections 259 and 257respectively. Such connections allow the owner of website 240 to selladvertising space or actual or virtual goods in the embedded game 250 toexternal site A 280 and external site B 270 through the agency of thegame provider, including through such facilities as the game provider'sad network. In such embodiments, external site A 280 and external site B270 can pay the owner of website 240 to place images of their products,logos or other branding information into embedded game 250. In otherembodiments, embedded game 250 can provide links that users can followby clicking on elements in embedded game 250 to either navigate to,produce a pop-up displaying the website of external site A 280 orexternal site B 270, or to undertake actions in the game at thedirection of those external sites.

In various other embodiments, third-party server system 210 can receiveinformation from analytics module 297, which can be controlled by thegame provider but may be distributed and/or cooperative in nature acrossthe game provider and third party server system. Analytics module 297can include logic to analyze the effectiveness of embedded game 250. Insuch embodiments, analytics module 297 can analyze the effectiveness andcompute the CTR and purchase of actual or virtual goods for variouscombinations of content embedded into embedded game 250. Such analysiscan include examination of the style and type of game embedded as wellas traditional web analytics such as color, placement and size. Theanalytics module can also include analysis of other game and userinformation such as which users bought what actual or virtual goods, whoundertook what actions in the game, when, how did this correlate tovirtual goods purchases, how many friends were involved, how long didthey stay per session, etc. The style and type of game can includereference to whether the user is required to be logged into the website240 or the embedded game 250.

A variety of system architectures are possible. As FIG. 3 illustrates,game provider 290 can host analytics module 297. In the exampleconfiguration of FIG. 3, external sites 270, 280 can also providecontent as well as usage data to game provider via connections 357, 359.In addition, as FIG. 4 illustrates, game provider 290 may also receivecontent 430 (via connection 445) and website specific game content 460(via connection 455) from third party server system 210 forincorporation into the embedded game.

The game can require the user to be logged into the game or the websitein which the embedded game is located to give the user incentive to belogged in and not block or delete cookies stored to his computer. Thisis an advantage of various embodiments of the present invention. When auser has incentive to be or remain logged in, that user's onlinebehavior can be tracked more effectively. The more effectively theonline behavior of a user can be tracked, the more effectively that usercan be targeted with strategic advertising, and as a consequence, theadvertising space in the fully operational embedded game is morevaluable.

The game operator and the website operator have many options whenselecting the revenue sharing mechanism between them. For example, atraditional pay-per-click-through scheme can be used in which anexternal site will pay the operator of the website in which an embeddedgame is located a fee for each successful click-through on an ad orincentive in a frame around the game or in the game itself. In otherexamples, the game provider can be the entity providing the potentialclick-through opportunity to a user and will share whatever revenue itgenerates with the operator of the website in which the embedded game islocated. One of ordinary skill in the art will recognize that there aremany revenue-sharing schemes that can be used without deviating from thespirit or scope of the present invention.

In various other embodiments, the embedded game or the website in whichit is embedded, can track and calculate compensation for all revenuegenerating activity, such as purchases resulting from click-thrus fromthe embedded game. This can mean that the game provider can direct therevenue sharing server infrastructure, although it may be physicallydistributed between the game provider and a website operator's servers.In some embodiments, the game provider or a website operator can trackand calculate compensation for all revenue generating sale such as salesof virtual goods including, but not limited to, purchases of in-gamebenefits—extra health, level status, playing rights, features or tools,in-game virtual currency, etc.

In other embodiments, either the third-party server system 210, gameprovider 290 or a system under the control of the game provider 290 butdistributed across 210 and 290 can be adapted to manage user identitiesand participation across many embedded game entry points which caninclude game provider websites and social networking sites.

As previously mentioned, a website operator can “lock” users into a“hosted” game on their website or on particular web page so that aregistered user can only play the embedded game by logging into aparticular website even though the game may be offered elsewhere. Insuch embodiments, this allows the website operator to lock in theirusers as a guaranteed advertising and virtual good purchase base. Thiscan also allow the website operator to track the identity and type ofusers to which it will advertise or offer virtual goods. Suchinformation can be useful in selling advertising or negotiating revenuesharing and brand promotion mechanisms.

In other embodiments, revenue sharing and player identity and status,including, but not limited, to virtual possessions, social networkaffiliations, and a variety of rights and privileges, can be persistentacross the third party website, game operators or provider's website,and all other possible “entry points” into a given game by a givenplayer. In such embodiments, directory and other location mechanisms areubiquitously provided for players to look up or locate other players,and to navigate to games containing those players, regardless of wherethose games may be hosted (e.g., the game provider's primary website) orembedded (any one or more of third party web sites).

In various embodiments, tools and user interfaces are also provided forensuring the privacy and control by the player of their socialinteractions. In these embodiments, players may be rewarded with virtualor actual goods, or other incentives, in order to disclose moreinformation to the web site operator, the game provider or other thirdparties.

In some embodiments, operators of the embedded games can share revenuefrom visitors to those web pages who elect to enter into the embeddedgame. In such embodiments, revenue can be generated in a variety offashions, including, but not limited to, purchase of a subscription tothe game, purchase of virtual goods within the game (e.g., virtualdecorations for a virtual house), purchase of increased status withinthe game (e.g., a higher skill ranking, allowing immediate competitionwith more seasoned players and/or more challenging game experiences),purchase of rights within the game (e.g., the right to operate by agiven player a poker table, or blackjack table, for other players, inexchange for a “house cut”, or percentage of the virtual gaming revenueof the players participating in games at such a table; or the right todevelop certain virtual properties and sell them to other players),payments for advertising displayed to a player (display ads), paymentsmade when an ad (which itself may be a game object, such as a virtualbeverage can, or embedded within a game object, such as an image on avirtual television inside a virtual house) is clicked on or otherwiseselected by the player (“cost per click”, or CPC, revenue), paymentsmade when an ad, as described above, is clicked on, or otherwiseselected by the player, and the player proceeds to undertake a certainaction (e.g., filling out an insurance questionnaire) with theadvertiser or its affiliates or intermediaries (“cost per action”, orCPA, revenue).

The operator of the game can also choose to incent the owner/operator ofthe third party website embedding the game in exchange for each playerthat enters the game through the website, as well as for subsequentbehavior by that player (e.g., length of play, number of friends invitedby that player, and so forth), as well as providing incentives thatincrease in proportion to the number of players that enter in aggregatethrough the third party website.

Additionally, embodiments of the present invention can provide a socialmechanism for (and associated social-centric tools for inducing)participation by visitors to a website. For example, the system forembedding a game into a third-party website according to variousembodiments of the present invention, can identify (by asking for anemail address, or social network ID, or even by analyzing IP address)whether a player already has friends playing in a particular embeddedgame, and incent the particular player to join the game or undertakeother beneficial actions. The social, multiplayer nature of the embeddedgame also enables the operator of the website, using the system forembedding a game into a third-party website, can provide tools to makeclear to visitors that other visitors to the website (e.g., fellowreaders/commenter on a blog) are playing the game, and that the as ofyet uncommitted visitors should join up (e.g., sign up to a poker tableor other multi-player game).

Other embodiments of the present invention offer website operators achance to control their own social gaming revenue opportunity. Forexample, the system for embedding a game into a third-party website canprovide a user interface and process by which the operator may selectany one of thousands of on-going games (e.g., any one of thousands ofpoker games or role playing games in process) or select a unique windowinto thousands of on-going games which, are immersive (e.g., aparticular virtual property in a virtual world). Additionally, thesystem for embedding a game into a third-party website can providewebsite operators a chance to define their own unique game experiencefor the website visitors. For example, a website operator using thesystem to embed a game into a website can host their own poker game, orother relevant type of game, unique to their website, or even unique toa single web page. Each page of a website of an operator using thesystem might embed a “window” into a unique property into a virtualworld. In such embodiments, website operators can derive revenue incooperation with the game provider in multiple ways from a singleembedded game, for example selling advertising to many differentadvertisers through the game provider's facilities, or directly, ifpermitted by the game provider. Users would then have the opportunity toclick on any one of the embedded windows thus providing greaterpotential for click-through revenue and virtual good sales, etc.

Embodiments of the present invention can focus on payments for theaddition of, and/or the actions of (e.g., virtual goods purchases) byusers in an on-going gaming experience, and on payments for invitationsor other social metrics. Unlike other systems that display static orlinear visual advertising content and wait for a click, embodiments ofthe present invention are capable of tracking the on-going behavior of auser in a dynamic gaming experience and assessing compensation for theusers' behavior. When user behavior is tracked and compensated for intraditional systems, it is through cookies or other intrusive mechanismswhich ultimately fail to operate effectively across multiple siteswithout explicit cooperation between back-end software between thosesites. Traditional systems of embedding objects include no context.However, embodiments of the present invention can track the onlinebehavior of users not only in reference to how they click and navigatebut also in a highly granular sense relative to game play (e.g., “Bobjust achieved level 13 after 2 hours of game play where he repeated thefollowing actions that appeared to be pleasurable to him.”, a socialsense (e.g., “Bob just invited three more people to play poker”) or in avirtual goods sense (e.g., “Bob bought a can of a virtual beverage”,“Bob gave a virtual sandwich to a friend at the gaming table”).

In various embodiments, web-page embedded revenue sharing systems canpersists natively even when a user navigates away from a web page. If auser denies the insertion of a cookie into, or deletes a cookie from,their browser cache, there is no way a back-end revenue sharing systemcan track the user short of intrusive IP address analysis, which isoften inaccurate or requires third party software which runspersistently in the user's browser or operating system. For example, ifyou watch an embedded YouTube video on Tim's blog, and then visitYouTube to watch the same video again, YouTube might use a cookieinserted into your browser cache by the embedded viewer on Tim's blog toreward Tim for your visit to the YouTube primary site. However, if thecookies are refused, altered or deleted by the user, then both Tim andYouTube are not rewarded. A user/player, upon visiting game operatorwebsite, or a social network which links to games, is self identifyingin order to get back into the game, and consequently systems accordingto embodiments of the present invention can compensate the operator ofthe website where the player originally joined the game in progresswithout cookies. Embodiments of the present invention can also providethe website operator, if they share a specified amount of their revenuewith the game operator, to “lock” their users from entering via anyother site the game that the operator “hosts.”

Systems and Methods

It should be understood that embodiments of the present invention asdescribed above can be implemented in the form of control logic usingcomputer software in a modular or integrated manner. Based on thedisclosure and teachings provided herein, a person of ordinary skill inthe art will know and appreciate other ways and/or methods to implementthe present invention using hardware and a combination of hardware andsoftware.

Any of the software components or functions described in thisapplication, may be implemented as software code to be executed by aprocessor using any suitable computer language such as, for example,Java, C++ or Perl using, for example, conventional or object-orientedtechniques. The software code may be stored as a series of instructions,or commands on a computer readable medium, such as a random accessmemory (RAM), a read only memory (ROM), a magnetic medium such as ahard-drive or a floppy disk, or an optical medium such as a CD-ROM. Anysuch computer readable medium may reside on or within a singlecomputational apparatus, and may be present on or within differentcomputational apparatuses within a system or network.

In various example embodiments, one or more described web pages andfunctionality discussed above may be associated with a network gamingsystem or network gaming service. In one implementation, a fullyoperational game can be implemented using FLASH(r)-based technologies.For example, the game can be fully or partially implemented as a SWFobject that is embedded in a web page and executable by a Flash(r) mediaplayer plug in.

Particular embodiments may operate in a wide area network environment,such as the Internet, including multiple network addressable systems.FIG. 5 illustrates an example network environment, in which variousexample embodiments may operate. Network cloud 560 generally representsone or more interconnected networks, over which the systems and hostsdescribed herein can communicate. Network cloud 560 may includepacket-based wide area networks (such as the Internet), privatenetworks, wireless networks, satellite networks, cellular networks,paging networks, and the like. As FIG. 5 illustrates, particularembodiments may operate in a network environment comprising one or morenetwork gaming systems 520, one or more web sites 525, and one or moreclient devices 530. Client devices 530 associated with individual usersare operably connected to the network environment via a network serviceprovider, a wireless carrier, or any other suitable means.

Network gaming system 520 is a network addressable system that, invarious example embodiments, comprises one or more physical servers 522and data store 524. The one or more physical servers 522 are operablyconnected to computer network 560 via, by way of example, a set ofrouters and/or networking switches 526. In an example embodiment, thefunctionality hosted by the one or more physical servers 522 may includeweb or HTTP servers, FTP servers, as well as, without limitation, webpages and applications implemented using Common Gateway interface (CGI)script, PHP Hyper-text Preprocessor (PHP), Active Server Pages (ASP),Hyper Text Markup Language (HTML), Extensible Markup Language (XML),Java, JavaScript, Asynchronous JavaScript and XML (AJAX), Flash,ActionScript, and the like.

Physical servers 522 may host functionality directed to the operationsof network gaming system 520. Hereinafter servers 522 may be referred toas server 522, although server 522 may include numerous servers hosting,for example, network gaming system 520, as well as other contentdistribution servers, data stores, and databases. Data store 524 maystore content and data relating to, and enabling, operation of thenetwork gaming system 520 as digital data objects. A data object, inparticular implementations, is an item of digital information typicallystored or embodied in a data file, database or record. Content objectsmay take many forms, including: text (e.g., ASCII, SGML, HTML), images(e.g., jpeg, tif and gif), graphics (vector-based or bitmap), audio,video (e.g., mpeg), or other multimedia, and combinations thereof.Content object data may also include executable code objects (e.g.,games executable within a browser window or frame), podcasts, etc.Logically, data store 524 corresponds to one or more of a variety ofseparate and integrated databases, such as relational databases andobject-oriented databases, that maintain information as an integratedcollection of logically related records or files stored on one or morephysical systems. Structurally, data store 524 may generally include oneor more of a large class of data storage and management systems. Inparticular embodiments, data store 524 may be implemented by anysuitable physical system(s) including components, such as one or moredatabase servers, mass storage media, media library systems, storagearea networks, data storage clouds, and the like. In one exampleembodiment, data store 524 includes one or more servers, databases(e.g., MySQL), and/or data warehouses. Data store 524 may include dataassociated with different network gaming system 520 users and/or clientdevices 530.

Client device 530 is generally a computer or computing device includingfunctionality for communicating (e.g., remotely) over a computernetwork. Client device 530 may be a desktop computer, laptop computer,personal digital assistant (PDA), in- or out-of-car navigation system,smart phone or other cellular or mobile phone, or mobile gaming device,among other suitable computing devices. Client device 530 may executeone or more client applications, such as a web browser (e.g., MicrosoftInternet Explorer, Mozilla Firefox, Apple Safari, Google Chrome, andOpera, etc.) and plug-ins and/or other extensions (e.g., Flash(r) MediaPlayer), to access content over a computer network. In otherimplementations, client device 530 may host a special-purpose clientapplication that is specifically adapted to access network gaming system520 in order to access a network game, such as a virtual poker game.

FIG. 6 illustrates an example computing system architecture, which maybe used to implement a server 522 or a client device 530. In oneembodiment, hardware system 600 comprises a processor 602, a cachememory 604, and one or more executable modules and drivers, stored on atangible computer readable medium, directed to the functions describedherein. Additionally, hardware system 600 may include a high performanceinput/output (I/O) bus 606 and a standard I/O bus 608. A host bridge 610may couple processor 602 to high performance I/O bus 606, whereas I/Obus bridge 612 couples the two buses 606 and 608 to each other. A systemmemory 614 and one or more network/communication interfaces 616 coupleto bus 606. Hardware system 600 may further include video memory (notshown) and a display device coupled to the video memory. Mass storage618, and I/O ports 620 couple to bus 608. Hardware system 600 mayoptionally include a keyboard and pointing device, and a display device(not shown) coupled to bus 608. Collectively, these elements areintended to represent a broad category of computer hardware systems,including but not limited to general purpose computer systems based onthe x86-compatible processors manufactured by Intel Corporation of SantaClara, Calif., and the x86-compatible processors manufactured byAdvanced Micro Devices (AMD), Inc., of Sunnyvale, Calif., as well as anyother suitable processor.

The elements of hardware system 600 are described in greater detailbelow. In particular, network interface 616 provides communicationbetween hardware system 600 and any of a wide range of networks, such asan Ethernet (e.g., IEEE 802.3) network, a backplane, etc. Mass storage618 provides permanent storage for the data and programming instructionsto perform the above-described functions implemented in servers 522,whereas system memory 614 (e.g., DRAM) provides temporary storage forthe data and programming instructions when executed by processor 602.I/O ports 620 are one or more serial and/or parallel communication portsthat provide communication between additional peripheral devices, whichmay be coupled to hardware system 600.

Hardware system 600 may include a variety of system architectures; andvarious components of hardware system 600 may be rearranged. Forexample, cache 604 may be on-chip with processor 602. Alternatively,cache 604 and processor 602 may be packed together as a “processormodule,” with processor 602 being referred to as the “processor core.”Furthermore, certain embodiments of the present disclosure may notrequire nor include all of the above components. For example, theperipheral devices shown coupled to standard I/O bus 608 may couple tohigh performance I/O bus 606. In addition, in some embodiments, only asingle bus may exist, with the components of hardware system 600 beingcoupled to the single bus. Furthermore, hardware system 600 may includeadditional components, such as additional processors, storage devices,or memories.

An operating system manages and controls the operation of hardwaresystem 600, including the input and output of data to and from softwareapplications (not shown). The operating system provides an interfacebetween the software applications being executed on the system and thehardware components of the system. Any suitable operating system may beused, such as the LINUX Operating System, the Apple Macintosh OperatingSystem, available from Apple Computer Inc. of Cupertino, Calif., UNIXoperating systems, Microsoft (r) Windows(r) operating systems, BSDoperating systems, and the like. Of course, other implementations arepossible. For example, the functions described herein may be implementedin firmware or on an application specific integrated circuit.

Furthermore, the above-described elements and operations can becomprised of instructions that are stored on non-transitory storagemedia. The instructions can be retrieved and executed by a processingsystem. Some examples of instructions are software, program code, andfirmware. Some examples of non-transitory storage media are memorydevices, tape, disks, integrated circuits, and servers. The instructionsare operational when executed by the processing system to direct theprocessing system to operate in accord with the invention. The term“processing system” refers to a single processing device or a group ofinter-operational processing devices. Some examples of processingdevices are integrated circuits and logic circuitry. Those skilled inthe art are familiar with instructions, computers, and storage media.

Miscellaneous

One or more features from any embodiment may be combined with one ormore features of any other embodiment without departing from the scopeof the disclosure.

A recitation of “a”, “an,” or “the” is intended to mean “one or more”unless specifically indicated to the contrary.

The present disclosure encompasses all changes, substitutions,variations, alterations, and modifications to the example embodimentsherein that a person having ordinary skill in the art would comprehend.Similarly, where appropriate, the appended claims encompass all changes,substitutions, variations, alterations, and modifications to the exampleembodiments herein that a person having ordinary skill in the art wouldcomprehend.

For example, the processes described herein may be implemented usinghardware components, software components, and/or any combinationthereof. By way of example, while embodiments of the present disclosurehave been described as operating in connection with a networkingwebsite, various embodiments of the present disclosure can be used inconnection with any communications facility that supports webapplications. Furthermore, in some embodiments the term “web service”and “website” may be used interchangeably and additionally may refer toa custom or generalized API on a device, such as a mobile device (e.g.,cellular phone, smart phone, personal GPS, personal digital assistance,personal gaming device, etc.), that makes API calls directly to aserver. The specification and drawings are, accordingly, to be regardedin an illustrative rather than a restrictive sense. It will, however, beevident that various modifications and changes may be made thereuntowithout departing from the broader spirit and scope of the disclosure asset forth in the claims and that the disclosure is intended to cover allmodifications and equivalents within the scope of the following claims.

The above description is illustrative and is not restrictive. Manyvariations of the invention will become apparent to those skilled in theart upon review of the disclosure. The scope of the invention should,therefore, be determined not with reference to the above description,but instead should be determined with reference to the pending claimsalong with their full scope or equivalents.

One or more features from any embodiment may be combined with one ormore features of any other embodiment without departing from the scopeof the invention.

A recitation of “a”, “an” or “the” is intended to mean “one or more”unless specifically indicated to the contrary.

1. A method comprising: associating, at a game provider system of a gameprovider, a user of a persistent game with a website of an operatordistinct from the game provider that has embedded an instance of thepersistent game into a web page transmitted to the user and throughwhich the user originally entered and joined the persistent game;tracking, using a processor of the game provider system, a plurality ofmonetization events during one or more game sessions of the persistentgame occurring after a first session in which the user originallyentered the persistent game, each of the monetization events beingassociated with an action performed by the user via an advertisementprovided within the persistent game; based on a monetization eventoccurring at the website of the operator, calculating compensation forthe operator of the website based on the monetization event andallocating the compensation to be allocated to the operator of thewebsite; and based on the monetization event occurring in a game sessionof the persistent game that is displayed occurring at a second websitedifferent from the website of the operator and based on theadvertisement within the persistent game being associated with theoperator, calculating compensation to be paid by the operator to asecond operator of the second website.
 2. The method of claim 1, whereinthe action performed by the user comprises a purchase of an item.
 3. Themethod of claim 2, wherein the item is an in-game feature for the game.4. The method of claim 3, wherein the in-game feature comprises aselection from the group consisting of a virtual object, a game level, agame status, a game access privilege, a game function, and a game tool.5. The method of claim 1, wherein the action performed by the user is aclick-through via the advertisement provided within the game.
 6. Themethod of claim 5, wherein the compensation is based on a purchase of agood or service as a result of the click-through.
 7. The method of claim1, further comprising presenting the advertisement within the game. 8.The method of claim 1, wherein the advertisement comprises one of abranding element.
 9. The method of claim 1, wherein the advertisementcomprises a hyperlink element operative to cause a navigation to anexternal web site.
 10. The method of claim 1, further comprisingreceiving revenue from an external site providing the advertisement, theallocating of the compensation comprising allocating a portion of thereceived revenue to the operator of the website.
 11. The method of claim1, further comprising: determining whether the game is locked; based onthe game being locked, limiting the user to accessing the game throughthe website of the operator; and based on the game being unlocked,allowing the user to access the game through a website not associatedwith the operator.
 12. The method of claim 1, further comprisingregistering the user at the game provider system in connection with thewebsite.
 13. The method of claim 1, further comprising analyzingeffectiveness of the game by computing a click-through rate and purchasefor various combinations of content including advertisement embedded inthe game.
 14. A non-transitory machine readable medium storinginstructions that, when executed by at least one processor of a machine,cause the machine to perform operations comprising: associating, at agame provider system of a game provider, a user of a persistent gamewith a website of an operator that has embedded an instance of thepersistent game into a web page transmitted to the user and throughwhich the user originally entered and joined the persistent game;tracking a plurality of monetization events during one or more gamesessions after a first session in which the user originally entered thepersistent game, each of the monetization events being associated withan action performed by the user via an advertisement embedded within anexisting game object of the persistent game; based on a monetizationevent occurring at the website of the operator, calculating compensationfor the operator of the website based on the monetization event andallocating he compensation to be allocated to the operator of thewebsite; and based on the monetization event occurring in a game sessionof the persistent game that is displayed occurring at a second websitedifferent from the website of the operator and based on theadvertisement within the persistent game being associated with theoperator, calculating compensation to be paid by the operator to asecond operator of the second website.
 15. The non-transitory machinereadable medium of claim 14, wherein the advertisement comprises ahyperlink element operative to cause a navigation to an external website.
 16. The non-transitory machine readable medium of claim 14,wherein the operations further comprise receiving revenue from anexternal site providing the advertisement, the allocating thecompensation comprising allocating a portion of the received revenue tothe operator of the website.
 17. The non-transitory machine readablemedium of claim 14, wherein the operations further comprise: determiningwhether the game is locked; based on the game being locked, limiting theuser to accessing the game through the website of the operator; andbased on the game being unlocked, allowing the user to access the gamethrough a website not associated with the operator.
 18. Thenon-transitory machine readable medium of claim 14, wherein theoperations further comprise analyzing effectiveness of the game bycomputing a click-through rate and purchase for various combinations ofcontent including advertisement embedded in the game.
 19. A systemcomprising: at least one processor of a machine; and a game providersystem configured to: associate a user of a persistent game with awebsite of an operator distinct from the game provider that has embeddedan instance of the persistent game into a web page transmitted to theuser and through which the user originally entered and joined thepersistent game; track a plurality of monetization events during one ormore game sessions of the persistent game after a first session in whichthe user originally entered the persistent game, each of themonetization events being associated with an action performed by theuser via an advertisement embedded within an existing game object of thepersistent game; based on a monetization event occurring at the websiteof the operator, calculate compensation for the operator of the websitebased on the monetization event and allocate the compensation to beallocated to the operator of the website based on the monetization eventoccurring at the website of the operator; and based on the monetizationevent occurring in a game session of the persistent game that isdisplayed at a second website different from the website of the operatorand based on the advertisement within the persistent game beingassociated with the operator, calculate compensation to be paid by theoperator to a second operator of the second website based on themonetization event occurring at a second website different from thewebsite of the operator and based on the advertisement being associatedwith the operator.